Our Brand Commitments

In India, there are approximately 2.2 million self-help groups (NABARD, 2006) representing 33 million members who have taken micro-finance services to start their own small businesses. Self-help groups are seen as instruments of changes empowering women to take ownership, develop leadership skills and sustain a stable life for themselves and their families.

Additionally, India is also home to nearly 7 million artisans making 40% of the global artisanal workforce. Sadly though, their income merely accounts for 2% of the 400 billion USD global handicraft industry (Dasra, 2013). Many of these crafts are struggling to find a global audience and are at verge of extinction.


The crafts of India are diverse, rich in history, culture and religion. The craft of each state in India reflects the influence of different empires as well as ways of life. Throughout centuries, crafts have been embedded as a culture and tradition within rural communities.

Our mission is to provide fair, and dignified livelihood opportunities for artisans (mostly women), in partnership with independent female artists, women-benefitting self-help groups, small and medium-sized women-led enterprises, and NGOs across India.


As a brand, we are committed to being people & planet positive. 


Additionally, in the way we run our business: 

  • We donate 10% of our annual profits to charity

Along with NGO partners, we work to support artisan development, education and women empowerment projects across India.

  • We offset part of our carbon impact by saying no to plastic and by planting trees

As a response to our carbon footprint, we have decided to use the minimal plastic packaging (maybe tapes to ensure our packaging sticks!) and celebrate our anniversary by planting trees in India for all the orders received that year. Check out the Moi Namaste forest, managed in partnership with Ecologi.

  • We prioritize connecting directly with consumers

Selling our products at events and on our website instead of in shops helps us keep our prices down and gives us the freedom to highlight the makers and stories behind each piece.

    • We create small, slow collections

    We practice a slow, small-batch production mindset. We drop a product when it is ready and with us in Finland. This means we don’t have unrealistic calendars or massive collections dropping every week.